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Katie Price and Piers Morgan send themselves up in a new campaign for Lotto by Abbott Mead Vickers BBDO.

The ads show the self-publicising celebrities praying to win the cash needed to pursue their vanity projects. Price dreams of a 24-hour TV channel where she stars in every show, while Morgan wants his own pier. The spots say anyone can win the Lotto, before adding: "Please, don’t let it be them." The work was written by Tim Riley and Charlotte Adorjan, art directed by Michael Jones, and directed Jeff Low through Biscuit Filmworks.